The AGCM says the changes could limit output, market access, or the technical development of AI chatbot services in the sector.

New terms are effective immediately for newcomers and from January 15, 2026 for existing firms, prohibiting AI-service providers from using WhatsApp Business Solution if those services are their main feature.

Italy’s antitrust watchdog has broadened its investigation into Meta, focusing on potential abuse of dominance by blocking rival AI chatbots on WhatsApp and by updating WhatsApp Business Platform terms.

The case examines whether the updated terms and AI features could undermine competition in the AI chatbot market by affecting entry, development, and rival behavior, with interim measures under consideration.

AGCM warns that Meta’s conduct could cause serious and irreparable harm to market contestability, noting consumers’ limited willingness to switch messaging platforms strengthens Meta’s position.

There are concerns that Meta AI in WhatsApp could enable training on user conversations, creating a significant competitive edge and higher user lock-in.

Meta defends the restriction as aligning WhatsApp Business API with customer-support goals, while critics view it as anti-competitive and intended to protect Meta’s AI moat.

Meta has not publicly commented on the expanded probe as of the regulator’s statement.

Meta argues the aim is to offer Italian users the same AI features available elsewhere and notes ongoing regulatory cooperation.

If found in breach, the EU could impose penalties up to 10% of global turnover; Meta’s 2024 worldwide revenue was about $164.5 billion, underlining the scale of potential penalties.

The investigation is expected to run through to late 2026, with precautionary measures possible in the interim to preserve market contestability.

The Italian inquiry is coordinated with the European Commission, signaling broader EU implications and setting a potential benchmark for AI competition rules.